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Beef Checkoff, NASCAR partnership takes NAMA awardRemember the "Beef. It's What's For Dinner" blimp seen towering above the Dover International Speedway June 1 to 3, 2007? Remember the day when more than 135,000 race spectators gathered at what's known in NASCAR circles as "The Monster Mile" and proved they love beef? Remember the effort coordinated by the Northeast Beef Promotion Initiative, a project of the Cattlemen's Beef Board, the Spring Race Weekend that aimed to help strengthen the connection between beef and NASCAR fans, the nation's fastest growing sport fan-base? If you remember the monster-sized checkoff initiative, then you know the event that was recently named winner in the Region 6 Best of NAMA (National Agri-Marketing Association) contest, Public Relations category. "This award is just another testimony of work being done in the northeast as a result of checkoff dollars," says Emilie Miller, Director of Retail & Foodservice Relations for the Northeast Beef Promotion Initiative in Middletown, Penn. "The NASCAR campaign is just a small part of NEBPI's overarching goal of increasing awareness about the beef checkoff and also encouraging consumers to regain their love of beef, resulting in increased beef demand for our producers. We're pleased NAMA has recognized our efforts and hope producers continue to see their checkoff dollars in motion at events such as these." Last year, the NEBPI Boston Marathon event also received this regional recognition from NAMA. Beef hopes to take this year's award one lap further and have a seat among the winners at the National Best of NAMA awards presentation in Kansas City, Mo., on April 16. It was a promotion of monster proportion--a race for beef producers and hungry race fans alike--and when the checkered flag dropped, beef was declared the winner. For more information, visit www.beefboard.org. 3/17/08 Date: 3/13/08
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